Marketing Analytics: Essential Tools for Data-Driven Decisions

by Rajkumar Venkatesan, Ronald T Wilcox, Paul W. Farris

Book Overview

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual...

• Format: Hardcover
• Language: English
• ISBN: 0813945151
• ISBN13: 9780813945156
• Release Date: January 2021
• Publisher: Darden Business Publishing
• Length: 312 Pages
• Weight: 1.70 lbs.
• Dimensions: 1.0" x 7.3" x 9.3"